In the US market, residential solar origination and project fulfillment is continuing to fragment. In the 2016 annual EnergySage Solar Installer Survey results, the new respondent category of Solar PV Sales emerged as the second largest segment of respondents (11%). Lead generators and organizations solely focused on origination continue to proliferate as the cost of customer acquisition reaches $1/watt for some contractors across some of the largest and most active solar markets in California, New York, Arizona, and Massachusetts.
This opportunity is the result of the perfect storm created by the cost and challenge of customer acquisition in the US market, which is still stubbornly well above $1/watt more than other leading international markets for residential rooftop solar (LBNL, Tracking the Sun IX, 2016).
Read more about the impacts to customers, contractors, and service providers on our LinkedIn post and join the conversation. Is this fragmentation good for the industry?